We're seeking a relationship-driven, and commercially minded Director | Sales to lead revenue growth at The Shenandoah Nature Resort. This role is responsible for building and executing a comprehensive sales strategy that positions The Shenandoah as the premier nature-immersive resort destination in the Mid-Atlantic, where the Shenandoah Valley's ancient landscape meets intentional, transformational hospitality.
From curating immersive group retreats beneath the Blue Ridge canopy to driving commercial partnerships and group revenue, this leader ensures that every touchpoint-from first impression to final checkout-is deeply aligned with our guiding experience: Relax, Release, Connect, Love.
The Director | Sales will be a critical member of the pre-opening leadership team, driving market positioning, revenue infrastructure, and commercial partnerships from the ground up. This role directly shapes how the world comes to know-and choose-The Shenandoah.
This is a full-time, on-site, exempt position based in Star Tannery, Virginia, and reports to the Managing Director, with a dotted line to the SVP | Sales.
The salary range for this position is $150,000-$175,000.What You Will Be DoingPre-Opening & Launch Strategy- Develop and execute a comprehensive sales and market strategy aligned with the resort's positioning and revenue targets
- Identify and secure key group accounts and contracts (corporate retreats, executive offsites, wellness programs, social groups) during pre-opening
- Partner with Preferred Hotels & Resorts to build out and activate a network of luxury travel advisors and high-end agencies
- Collaborate with Director of Marketing and brand agency to create compelling sales collateral that reflects the property's unique positioning
- Work with leadership team on rate strategy, group pricing models, and packages/itineraries for both the group and consortia markets
- Represent the resort at industry trade shows, networking events, and luxury travel showcases with Preferred Hotels & Resorts and on own
Post Opening + Stabilization- Expand and deepen relationships with top-producing luxury travel advisors and agencies
- Maintain a strong group sales pipeline across corporate, wellness, and niche group segments
- Analyze performance metrics to refine sales strategies, and pricing
- Lead proactive sales outreach including site visits, roadshows, and targeted campaigns
- Ensure consistent achievement of revenue goals and ADR targets, while refining the optimal sales mix
- Oversee sales reporting systems to track lead generation, conversion, and account performance
Revenue & Market Leadership- Identify and cultivate high-value relationships with corporate offsite planners, wellness retreat organizers, luxury travel advisors, production and media companies, and regional tourism partners.
- Position The Shenandoah as the definitive luxury nature resort destination for the Mid-Atlantic and drive awareness among target audiences nationally.
- Build and manage a robust sales pipeline; forecast demand with precision and report performance against revenue and contribution targets.
- Partner with Revenue Management to ensure pricing strategy, yield optimization, and inventory management support both occupancy and rate goals.
- Deliver measurable results across the resort's balanced scorecard: top-line revenue growth, contribution margins, guest satisfaction, brand alignment, and responsible travel execution.
- Provide full accountability for the group, retreat, and event revenue line, including the Banquets & Catering (B&C) budget, forecasting, and performance reporting.
- Recruit, lead, and develop an initial sales and events team of three direct reports, phasing hiring in step with pre-opening milestones, while establishing clear goals, accountability systems, and a culture of excellence and hospitality; scale the team structure as the resort ramps from pre-opening to full operation.
Operational Collaboration & Compliance- Serve as the primary liaison between Sales, Marketing, and Operations to ensure seamless execution of group and experiential programming.
- Support the broader leadership team in cross-functional planning, reporting, and operational readiness initiatives.
What You Bring to the TableExperience & Qualifications- 7-10+ years of progressive sales experience in luxury hospitality or resort environments
- Proven success in pre-opening or repositioning projects
- Strong track record of group business development and luxury travel advisor engagement
- Deep understanding of luxury traveler expectations and experiential travel trends
- Exceptional communication, negotiation, and presentation skills
- Analytical mindset with experience using sales reporting tools
- Ability to thrive in an entrepreneurial environment
- Demonstrated ability to build and lead high-performing commercial teams in pre-opening or ramp-up environments.
- Comfortable working in outdoor resort environments with variable weather, terrain, and event logistics.
- Ability to speak Spanish or other languages is a plus.
Leadership & Behaviors- Purpose-Driven Leadership: Leads with clarity, intention, and alignment to Shenandoah's guiding experience-Relax, Release, Connect, Love-ensuring the team understands why we do what we do, not just what we do.
- Commercial Visionary: Combines market intelligence, creative instinct, and financial discipline to identify revenue opportunities and build brands that resonate with discerning, values-aligned travelers.
- Relationship Builder: Understands that hospitality sales is relational, not transactional-and cultivates long-term trust with clients, partners, and planners with warmth, consistency, and genuine care.
- Strategic Thinker with Executional Depth: Balances big-picture positioning with granular operational follow-through; uses data, guest feedback, and market trends to inform decisions and improve outcomes.
- People-First Leader: Builds, develops, and retains high-performing commercial teams through clarity of expectations, accountability, coaching, and genuine investment in people's growth.
- Emotionally Intelligent: Demonstrates strong judgment, discretion, and composure in complex stakeholder environments; leads with empathy and earns trust through consistent behavior.
- Adaptive & Resilient: Operates effectively in pre-opening ambiguity and the evolving rhythms of a nature-based resort; remains solutions-oriented and calm under pressure.
- Collaborative & Community-Minded: Builds strong partnerships with operations, wellness, ownership, and external stakeholders; leads with a regenerative mindset and a genuine commitment to place.
What's In It for You- Competitive compensation package, including quarterly incentive plan.
- Generous health, dental and vision insurance, plus 401K.
- Comprehensive onboarding and training plan to set you up for success.
- Coaching, feedback, and mentorship to develop yourself and your team.
- Personalized development plan to fit your individual role and career goals.
- Leadership courses to improve your personal and interpersonal effectiveness.
- Monthly fitness and transportation credits.
- Unlimited PTO and 9 paid holidays.
- Opportunities to volunteer and give back to our local communities.
- Paid Parental Leave.
- Tuition reimbursement opportunities - when you grow, we grow!
- Long-term growth opportunities within The Shenandoah platform, including potential participation in future incentive or partnership programs aligned with performance and tenure, subject to formal plan adoption.
- A leadership environment designed for sustainability-where success is not expected to come at the expense of your health, family, or sense of purpose.
- Supportive executive partnership and ownership engagement focused on long-term success, professional fulfillment, and shared accountability.
Non-Negotiables (Our Core Values)- SERVE OTHERS.
- LIVE 360.
- BUILD A POSITIVE TEAM.
- COMMUNICATE.
- BE WILDLY PASSIONATE.
- TAKE OWNERSHIP.
- LEARN + INNOVATE.
- EMBRACE CHANGE.
As part of an organizational culture that embraces change and progress, this job description does not seek to limit the tasks and responsibilities of the position. Rather, it acts as a springboard for future career and personal development within the property team and entire PM Hotel Group community.
This description is subject to change, at the sole discretion of the Company, and in no way creates an employment contract, implied or otherwise; each associate remains, at all times, an "at will" associate.
While this is a salaried position, be prepared to accommodate varying schedules including nights, weekends, and holidays, as required. This position will require moving self in different positions to accomplish tasks in various environments. The position may require moving greater than 50% of the time.
